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J.C. Penney (NYSE:JCP), the iconic American retailer, is getting even more American with their newest logo resembling the American flag. Ironically, this news comes just one week after the company announced it would be laying off thousands of workers, affecting employees at almost all of its 1,200 U.S. locations.

The company says the resemblance to the American flag is meant to show how they’re an enduring American brand. And, the logo’s square shape is supposed to represent J.C. Penney’s “commitment to treating customers fair and square”. Also, the imagery of the square frame will be in every aspect of this campaign “to remind customers to frame the things they love.”

“Fair and square”, eh? I suppose you can’t spell punishment without pun.

Regardless, the change in the logo will be the catalyst for a brand new marketing campaign, beginning Feb.1, and will attempt to revitalize the company using tactics borrowed from CEO Ron Johnson’sApple (NASDAQ:AAPL) playbook.